Mattel Exploring Possibilty of Higher Prices for Non Sub Holders on Sale Day (DCUC)

[Jekyll]

I have difficulty justifing the current $30 price (w/shipping), an increase would just mean I'd skip even more figures and become more of cherry picker.

Exactly.

Toyguru says that with the ins and outs of production, $20 is actually very reasonable....but...

My first purchase directly from Mattel was Man-E-Faces. He arrived with a broken gun (the top was cut open from the plastic packaging - the heck!?!?) and his arms will barely stay elevated. Also, his right leg is pretty loose at the hip, but not near as bad as my BA HM who needs a prop to stand. Now you tell me, is that a $30 figure? $20?

Also, a price hike to non-subscribers is only going to alienate potential new collectors (and future subscribers) from checking out the line. This is NOT the way to keep the line strong and healthy.

And not everyone has the cash to buy every product via a subscription nor should a consumer be made to feel like they have to purchase figures they don't want otherwise they're contributing to the line's early decline. That's just unfair and I'm getting tired of seeing the sentiment that those who don't or can't shell out $500 on toys for a year don't care about the line or aren't "true fans".

[Mr_Yuck]

I don't disagree with what you're saying. That's certainly a viable business model (look at the discount warehouses that charge membership dues in exchange for lower prices, for example).

Where you're seeing friction is becuase there have been a lot of recent announcements that suggest Mattel is trying to change its business model after the customer base has already been established (to be more subscription-oriented).

It would be like your local grocery store suddenly transforming into a warehouse. People who have been shopping there for a while under the old model would probably be upset.

I hear you. The thing is that those changes are done out of necessity for the continued viability of the line. I certainly don't expect folks who don't like the subs to say "Yippee!!! I get to pay more for my DCUC now!!!" At the same time, I have to give Mattel credit in trying to look at everyway possible to keep the DCUC line going.

As Scott mentioned, they can't please everyone, but I think in the long term folks are going to be a lot happier at having the chance to complete certain teams (Metal Men, Doompatrol, New Gods, etc.) then if they just let it go because the subs didn't sell as well as needed.

[Staff Of Ka]

It makes sense, I only have 1 sub this year, but have no problems paying a lil more for the occasional fig on Matty! (its a lot cheaper than a sub)

[Man-E-Toys]

It's not a "punishment" at all. It's a cost of getting the product out to their customers who want their merchandise, and it's not unreasonable.

Again...Scott even said that this doesn't impact MOTUC...so I don't think it's time to panic.

just to be clear, i don't care if each figure, for example, goes up $2.00
what i do care about is the price going up for "cherry pickers" and not subscribers. like i said, it feels like a punishment for myself and others because we don't want every figure.

EDIT:

I don't want to speak for Man-E here, but I think the concept of punishment comes from the fact that this price increase would only target non-subscribers. If they would retroactively apply it to 2012 subscribers as well (so that it would be a truly across-the-board price increase) then I think the idea that it's offsetting production costs sounds (slightly) more reasonable.

The cost of raw materials and labor has gone up since 2008 for all of the figures that subscribers will be buying too, right?

exactly.

And not everyone has the cash to buy every product via a subscription nor should a consumer be made to feel like they have to purchase figures they don't want otherwise they're contributing to the line's early decline. That's just unfair and I'm getting tired of seeing the sentiment that those who don't or can't shell out $500 on toys for a year don't care about the line or aren't "true fans".

exactly how i feel.

[Dredgen]

At Power Con we are going to present the C2E2 panel on "making an action figure".

Cool! I've always wanted to know how action figures are made. I have a pretty good idea but would love to see a step by step from concept to completion. I'll definitely be there, can't wait!

[markatisu]

I edited the thread title because it was a bit overdramatic implying it was about MOTUC when its clearly AT THIS TIME about DCUC

We already have enough panic on a daily basis, we don't need to create anymore artificial panic.

And with that said I agree with Scott, for 4 years we have paid the same price and I can't complain if they want to increase it. I pay more every few months for my Clone Wars (they go routinely between $6.99 and $8.99) and I pay more for my Monster High ($17.97 to $21.97). Given this is a speciality line with no retailer support to offset the prices via a subsidy I figured this would have come in 2011 and the fact I will make it through 2012 with no increase on my sub makes me happy.

Now whether we should punish non-sub holders with a higher price point I guess is up to your own opinion. I would honestly all of us pay the same and give everyone equal treatment.

People need to realize how expensive the industry is, maybe I will record the panel this year at Power-Con since anybody who attended C2E2 saw the $$$ and the work involved with molds.

When the amount of figures produced increased greatly over the years, we never got a price decrease for the decrease in the price per figure that results from that. It went straight to more profits for Matty.

That money was most likely reinvested into things like vehicles, beasts, and SDCC.

Not to mention the molds are only good for so many figures (again something presented in the C2E2 panel) which means a new mold needs to be made and you are starting from scratch cost wise.

Its not as black and white as you are making it out to be, do they make profit? Of course but the money they make it partially reinvested. The way you are phrasing it every toyline in every store should go down in price the longer its on the shelf, but instead the prices go up for various reasons.

[Darkspecter]

When the amount of figures produced increased greatly over the years, we never got a price decrease for the decrease in the price per figure that results from that. It went straight to more profits for Matty.

Also a good point.

markatisu's point is good too. Lots of good points!

[Mr_Yuck]

Unforunately, it seems like many folks are taking the message here too personally in my opinion.

No one in this thread is saying anything about your not a "true fan" you don't buy a sub. It's an individual decision for everyone. It's not a fit for everyone.

At the same time, this business model of offering a product at a lower price for those who offer a commitment to purchase those items or services is certainly not a new one, and is probably one of the more tried and true methods amoung retailers. Let's remember, the subs are for all intents and purposes guaranteed money to Mattel, so of course it would make sense that they would offer cost saving as a benefit to a subscription.

The issue at hand is will this happen with MOTUC. It doesn't seem to be on the horizon, so I think this is much adieu about nothing. Not saying it couldn't happen, but it really doesn't seem to be anything to be worried about in the short term.

[midor]

Sounds very reasonable to me. Now, why not let me buy an extra Shadow Weaver or two for a non-Scalp-Or markup.

If you're not a subscriber, I wouldn't mind paying more for the "sub exclusive" figure. Not Scalp-Or prices exactly but obviously higher than the regular $20. I'd pay double that or more and rather the money go to Mattel towards MOTUC than towards supporting Scalp-Or and his plastic bag windows on his car that he sits outside Toys R Us every truck day morning in.

That dude has the best free candy.

[Tallstar]

Totally understand why the price potentially needs to be raised for non-sub holders, but damn. At $20 a pop, they're so expensive as it is.

[markatisu]

Totally understand why the price potentially needs to be raised for non-sub holders, but damn. At $20 a pop, they're so expensive as it is.

Yeah but at the same time look at regular retail, we are paying $17 for Thundercats Classics, $16 for Thundercats Deluxe and $15-16 for DCUC.

MOTUC is the same size scale but we are only pay a few dollar markup, in all honesty we should be paying more all things considered for the much lower production number.

In the context of action figures we are getting off easy, what Mattel saves cutting out the middle man of retail they lose in increased production costs for a smaller scale.

So the thought in general should be "damn toys are too expensive as it is"

[Blaster]

We shall see what the future holds my friends, sooner or later everything must come to an end. We all need to make sacrifices, not sure if you heard but G.I. Joe collectors club is going ahead with a sub for next year, however they are revealing the full on line up. If Matty wants me to sub scribe for 2013 and want's to go with 25.00 each a figure, I'm for it, but I'm going to need a full line up of who's planned, if it's too NA or variant heavy it's an easy pass, I can't commit to a full line of 800.00 plus toys if I don't know who they'll be. If he say's for example:

Tung Lashor
Stinkor
Ram-Man
(Sub Madame Razz, Lookee, Kowl) 3 pack
Spikor
Netossa
(gulp) Hydron
Clamp-Champ
Mantenna
Castaspella
Evil Seed 200x
Multi-Bot
Jitsu

Then I'm of course in it to win it.

But if I get
Lodar
Hydron
(sub Light hope as old man or Veena)
Gwildor
Blade
Perfuma
Multi-bot
Slush Head
Guy in yellow pulling rope
Rokkon
Stonedar
(Twiggits 3 pack)
Strong Arm

It's an easy pass for me, I'll just EBAY Light Hope and Perfuma

and if it's option 3 where I know Jan through Feb and sub figure only.
If I like all 4 I may subscribe, but if just one I don't like, I'll pre-order from BBTS.

[JonWes]

I understand this and frankly with the way the cost of labor is skyrocketing in China (we deal with this all the time at work) it's downright AMAZING there have been no MOTUC price increases.

I'm not looking forward to it, but it is inevitable. I think it'd be cool if subscribers got a break though going forward, just like they do on magazines.

[Jekyll]

No one in this thread is saying anything about your not a "true fan" you don't buy a sub. It's an individual decision for everyone. It's not a fit for everyone.

Maybe not this thread in particular, but have a look around the forums and you'll see the sentiment raising it's head quite a bit.

[The.Idea.of.Evil]

We shall see what the future holds my friends, sooner or later everything must come to an end. We all need to make sacrifices, not sure if you heard but G.I. Joe collectors club is going ahead with a sub for next year, however they are revealing the full on line up. If Matty wants me to sub scribe for 2013 and want's to go with 25.00 each a figure, I'm for it, but I'm going to need a full line up of who's planned, if it's too NA or variant heavy it's an easy pass, I can't commit to a full line of 800.00 plus toys if I don't know who they'll be. If he say's for example:

I wholeheartedly agree, but I need another step. If I just saw a list that said "Battleground Evil Lyn" and bought it hoping I would have gotten the 2--X design I would have been ****** being locked in to buying what they finally did reveal. Same with anything else: "Battleground Skeletor", "Sorceress Teela", or "Time Attack New Adventures Randor" are way too vague of descriptions for me to know if I'll want that figure or not. There needs to be a small description of each figures bio, or at least a description of the accessories and paint scheme so I have some idea of what I'd be locked in to buying.

[Prince Adam's Dad]

I'm not surprised at all. Everything in the toy industry has gone up since 2008-sometimes 2 and 3 times. It's pretty solid that the price has remained $20 since then. I'm sure a price increase is honestly overdue.

However, like Jeckyll intimated, it's going to be a tough pill to swallow for new customers. $29 shipped stateside is rough now. Bumping that up is going to end up being a non-starter for some folks.

[ManKindRam]

If prices go up I'm glad I cut out everything except Thundercats and MOTU. Excuse my langauge but **** on DCUC then. I won't support it.

Thundercats do cost $17 and even if I order them from BBTS my shipping was $7 not the $13 PLUS Taxes that noone else charges from Matty. It would cost $24, if I ordered them from Amazon it would have cost me $17 as I get free shipping. Matty's "fees" usually bringing my total to $34 for a He-man toy! I'm sorry I do not agree with the mentality that these MOTUC toys cost us $20, because they don't. When I first bought He-man the total was $29. So there was a $5 increase no matter how you look at it. I'm a realist and I factor in things like Shipping and tax. And no I don't drive around anymore looking for toys, gas costs too much unfortunately. If I can unload my Beasts and Star Sisters with my sub, I will be a happy guy. But I'm betting I'll be stuck paying for stuff I do not want. I want the sub to go back to 12 figures a year plus the subscribing bonus figure. I was never bothered that I had to sign in for Battlecat, he sold out because they weren't making a lot of this stuff at the time. Most people on here don't factor in that SOME of us collect multiple things, like DCUC, Marvel Legends, JLU, Young Justice, Thundercats the list goes on..........Instead most of us who are cherry pickers are called "untrue fans" in many different ways. And frankly that is why I have left places like Fwoosh and AFI, and stayed here.........Seems to be more fan friendly usually. But with the announcement of no Grayskull and low subs, it reminds me more and more of the other places above...

[CocoaSmooth]

same here, man. if i'm going to be punished for cherry picking then i don't care if the line dies.

I don't think of it was punishment as much as it is rewarding the Subscribers.

[Lizard Man Fan]

I don't think of it was punishment as much as it is rewarding the Subscribers.

That's an interesting philosophical question. Does failure to reward constitute a punishment? It reminds me of that television commercial where the banker is only giving ice cream out to "new" friends. ("But I'm new, too." "Right... but he's new-er")

I think if they lowered the price for subscribers, that would probably be more easily perceived as a reward. Increasing the price for everyone else, though, "feels" more like Mattel is just punishing everyone else, in my opinion.

[phantom1592]

I think that's kind of a 'jerk move' to make.

Granted i AGREE with the idea... cherry pickers should pay a little more (and I am myself a 100% cherry picker)

HOWEVER... that's NOT the way to do things. Do not actively Screw over the costumers... The CORRECT way to do things... is to give the people who buy a subscription a DEAL!!! NOT screw the NON sub buyers over!!!

FYI, Magazines do not charge 20% more for newstands... they give subscribers a 20% discount OFF what they would buy at the newstands.

If they gave a 15% break on anything bought through the subscription... then the commitment for the subscription would seem a LOT more appealing. As it is, all you do is agree ahead of time to buy everyhing, whether you want it or not... They offer you an extra figure... and then you PAY for it...

There's no deal here at all...

If the costumers could save money by signing up... there'd be mroe subscribers.

[CocoaSmooth]

Personally I do not believe that Mattel has properly rewarded those who have committed especially multiples Subs. They should have sweetened the pot a little more to get the Cherry Pickers to Jump in.

[Darkspecter]

Personally I do not believe that Mattel has properly rewarded those who have committed especially multiples Subs. They should have sweetened the pot a little more to get the Cherry Pickers to Jump in.

You make an excellent point! Taking into account Mattel talking about the secondary market, they can give a discount for buying multiple subs.

Like...save a certain percentage if you buy 10 subs or whatever. They know comic book stores, online stores, etc. are buying in bulk. If they give a small discount to bulk purchases, maybe the stores will pick up a few extras?

Just throwing the idea out there.

[Marvelous0ne]

We don't know at this point if we are even going in this direction for any subs, but it is something being reviewed since all of the subs were down (and DC did not even hit the bare min we need to move forward! At least MOTU did that!).

Also, keep in mind, currently we are still selling MOTUC figures for the same price we sold them for in 2008. If their are no price increases that means in 2012 we will have held prices for 4 years and skipped over two company wide manditory price increases. (look at DCUC, in 2008 they were at 9.99 and in 2011/2012 they are 14.99, yet MOTUC has not gone up).

One of the reason we are running into cost issues on character like Draego Man is because we have been maintaining the 2008 pricing but our costs keep going up. We are doing everything we can to keep figures at this cost, but with the increased cost of raw goods, the increase in labor costs and now the lower production due to lower sub sales we will need to make some hard choices. We certainly don't want to sacrifice quality, (and won't!) but if it means losing an accessory or slightly raising prices, nothing is off the table. At the end of the day this line needs to make sense from a buisness perspective and we simply can not afford to continue charging 2008 pricing.

But I will confirm (as stated above) if you bought a sub you are locked into that price. We will hold to that.

Everyother option to keep this line (and all collector lines) going strong is being reviewed and discussed. We won't know an answer for a few more weeks if their are any price increasing in 2012 or 2013, but we are looking into it if it will keep the line going. Regardless, their will be no price increases for sub holders. If you bought a sub you are locked in.

Hope that helps!

Scott

How about the big wigs at Mattel take a pay cut instead of putting it to the consumers? Seriously, do they really need to get all these bonuses and raises every few months?

I guess this is happening cause you got the Filmation rights. Have to pay for it somewhere!

[Kowl]

Is it just me or does TG's constant spelling mistakes bother anyone else? I really feel that a brand manager that claims he used to be a technical writer should have better spelling skills.

[fball13z]

How about the big wigs at Mattel take a pay cut instead of putting it to the consumers? Seriously, do they really need to get all these bonuses and raises every few months?

I guess this is happening cause you got the Filmation rights. Have to pay for it somewhere!

God really? Do you live in the real world? Do you think they should spread the wealth??

As someone that runs a company that manufacturers 10,000s of 1000s of items each year and has been doing it for 14 years, costs on everything have gone through the roof each year for the past 3-4 years. Our costs have gone up at least 10% each year on EVERYTHING.

Sometimes you really do not have a choice and you have to pass on the extra costs to the end users.

I for one would have zero issues with prices being raised a couple bucks even up to $5.

every action figure line has gone up in costs over the past 3 years, expect MOTUC. Its the real world people, collecting toys is not cheap anymore.